media studies

1. Evaluation question 3.
What have you learned from your audience
feedback?
Introduction.
Audience refers to who will be consuming your media text and target
audience is who the producers feel their products will appeal to the
most. when creating my music video and ancillary tasks this was es-
sential to have target audience, so that you can get the biggest audience
and buyers to get the most profit as possible.
Target audience.
Our target audience has a age range of 16-26 year olds. These are pre-
dominately male due to the hip-hop genre being mostly of this sex, Hip-
hop songs usually talk about women in a down grading way and talk
about females as sex objects which has come up with my research into
Laura Mulvey’s ‘male gaze’ theory. Because of this, this genre of music
doesn't appeal to women as much so our music video and ancillary
tasks are aimed more at males. However with Ike as an artist his lyrics
are more mature and intelligent then the mainstream artists and their
views, in his music he has more respect for women maybe appealing to
females more. Also i have chosen this age range due to some of his mu-
sic having explicit language which i feel the youngest age of our target

2. audience 16 would be able to handle it as they would of probably been
exposed to this language if they like this genre of music. This age range
also suits our artists music due too him also being in this age bracket as
he is 25, so he has a good insight to what music youths his age like and
what appeals to them, due to his intelligent lyricism our target audience
is aimed at youths who have interest in issues in the world and are look-
ing for a role model, especially one in music who has more meaning be-
hind their lyrics instead of just trying to make profits.
Due to our artist being from South London and english speaking our
target audience is generally of British origin, also showing this though
the use of London as the location in our music video. However we are
targeting other english speaking countries, for example America would
be part of our target audience as this genre of music is very popular in
their culture.
Methodology for feedback
first draft.
For our first draft of our music video we took a opportunity sample of
people to answer some questions about our music video, they were all in
the 16-26 year old bracket. Below is an example of some feedback we
received from ella’s 23 year old brother who is a fan of this genre of
music.
• What is your overall opinion of the video?
I really like the video, I think it works really well with the feel of the
music. The minimalist appeal works quite well however more could be
added as it felt quite repetitive.
• What do you think the mood of the video is?
I don't think its a dark mood however its somewhat neutral, not really
happy nor sad.
• What do you think works?
The simplistic video shots and home made approach really works.
Looks really effortless yet professional.
• What do you think could be improved?
I think there should be a bigger variation of shots also I feel like I'm
waiting for the artist to arrive somewhere however he doesn't.

3. • What do you think could be added?
More studio based shots to break away from the natural shots. Also
some more miming shots from the artist and maybe adding a second
character - a female character for example that he could be meeting up
with and having conversation with.
• Do you think this is a good representation of Underground Hip Hop vi-
suals? I think the simple visuals, and monotone filter really works in
creating simple smoother rap visuals.
• If you could rate the current project out of ten, what would you rate
it? Currently without the use of variation a strong 7
• Do you think this has the potential to be a successful promo?
I think this type of promo would really appeal to younger people who
are involved in the creative generation - in itself it is almost like a fash-
ion and music piece of work. For a mainstream audience I think it is too
simple but mainstream isn't your target audience anyway!
Overall from the feedback we decided that our music video needed to be
broken up a bit with some different shots as a criticism was that there
isn't much variation, so we decided to add some lip-sync but with the
girl voice in the chorus and some live shots of the artist performing to
give the audience more of a connection with the artist.

4. We added lip-sync shots of ella mouthing the chorus in the car to create
a different scene compared to the location of London to break it up, we
chose to overlay these shots as we liked our initial shots so much we
thought it would be a waste to just take them out. Also i think if in our
music video it suddenly cut to another scene the audience may be con-
fused, overlaying them shows the connection between the two of them
and that they are singing together.
Final music video feedback.
For feedback for our final music video we created a survey on survey
monkey this is where we asked questions on whether certain aspects of
our music video worked or not. A main part of our survey was to find
out whether our target audience preferred our music video with or
without lip-sync as we were unsure.
Below is the Survey Monkey which was posted onto social media sites.
We overall had 15 responses in total and we asked people to comment
on the shared link once they had answered the questions - this allowed
me to get diagnostics for that survey. We found that 10 of the respon-
dents were of the target audience - 3 were older and 2 were younger.

5. The results above show that the introduction of lip sync in our music
video compared to the original video without they overall enjoyed more
and felt that it was more appropriate, giving the video more variation.
However we did receive come contradicting opinions for our target au-
dience.

6. The highest percentage suggested the lip sync worked well and made
the video more interesting instead from our first piece of feedback sug-
gesting its repetitive without. However the next percentage says the lip
sync takes away from the minimalist appeal which is what we were aim-
ing for with the video which put us in a confusing situation to whether
to use the lip-sync or not.
We personally prefer our music video without the lip-sync as it keeps to
our initial idea of creating a minimalist piece and we felt that it took
away the flow and professionalism of our video causing it to look like
teenagers doing A levels had actually produced it. However as our tar-
get audience is the consumer and a important influence on our music
video we chose to keep the lip-sync in order to appeal to our audience.
Ancillary tasks feedback.
I once again i did the same for my feedback for my ancillary tasks ask-
ing 7 people from my target audience to answer questions regarding
my ancillary tasks. Here is an example of the results i got.
• What is your overall opinion of the ancillary tasks?
I think they really work well with the feel and genre of the music
video. The minimalist appeal works quite well giving a simple but effec-
tive feel within the products.
• What do you think the mood?
I don't think its a dark mood however its somewhat neutral, not really
happy nor sad but is stereotypical image/expression a hip-hop artist
would have.
• What do you think works?
I really like the simplicity, Looks really effortless yet professional.
• What do you think could be improved?
Maybe a different style of font for the lyrics on the Digipak making
them stand out more, also making the writing white could make it ap-
pear more bold!
• What do you think could be added?
I think there should be maybe a more textured background making
the ancillary tasks look less flat?

7. • Do you think this is a good representation of Underground Hip Hop vi-
suals?
I think the simple visuals of the artist is a good representation of a con-
ventional hip-hop ancillary tasks especially with the more stern ex-
pression, the dark appeal of this is good, if the visuals were bright and
happy it would not fit into the genre.
By looking at the overall feedback i took on board the opinion on the
text of the lyrics on my digipak as this occurred a few times, i changed
it to a bold white text which was the same as the titles font Minimal SF,
this made a big difference showing continuity though out keeping the
balance between the black and white. Apart from a few edits my ancil-
lary tasks were very much the same as overall the feedback was very
positive.

8. Overall collecting feedback from our target audience was very informa-
tive, helping us make changes to our video and ancillary tasks in order
to create the right impression and attract the biggest audience we can.
For example i feel when we collected feedback on whether to keep the
lip-sync or not this was the most important and made the biggest effect,
as creators we would of produced/published our music video without
the lip-sync as we felt it didn't fit. However our target audience really
liked it and preferred it with it in, if we hadn't of collected their feed-
back our music video may not of appealed to our target audience as
much as we would of liked.